Last updated on February 22, 2018
To understand the performance of your direct-sold inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit., run an Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats. report. You can use the preconfigured report, or configure your own custom Ad Server reports.
You can configure an Ad Server report to show as many or as few columns as needed. To run a custom Ad Server Report, navigate to Reports > My Reports > Create Report > Ad Server Report.
You can now select a time zone when configuring an Ad Server report. The time zone defaults to the time zone of your OpenX Ad Server instance, but you can change the time zone on the first step of the Configure Report process, along with setting the date range.
The ability to switch the time zone is only supported for the last three months of historical data. This is because it is dependent on hourly data that is only retained for the last three months, per OpenX's data retention policy.
Listed below are the metrics you can include.
|Paid Impressions||The total number of impressions delivered, excluding PSA, house, and companion ads|
|Impressions Delivered||The total number of impressions delivered|
Total number of ad requests.
Line Item Pacing
Revenue for the account (gross minus OpenX market fees).
Revenue owed to network (gross minus OpenX market fee minus revenue share).
|Publisher Revenue||Total revenue attributed to the publisherAn account type that represents a business with ad space to sell. (either their traditional revenue split or minimum CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000).), based on the selected revenue modelThe revenue relationship or deal type established between an ad network and the publishers that they directly manage..|
|Guaranteed Publisher Revenue||Minimum guaranteed revenue attributed to the publisher.|
|Spend||The total spend from the advertiserIn OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites..|
|Network CPM||Network revenue per thousand impressions.|
|Paid CPM||Publisher revenue per thousand impressions.|
|Combined CPM||Revenue per thousand impressions.|
Total number of clicks generated.
|Clicks Remaining||Number of clicks remaining until reaching a click goal.|
|CTRClick-through rate, the percentage of impressions that results in a click through. For example if a banner was clicked on 87 times after being shown 1000 times, it would have a CTR or click-through rate of .087 or 8.7% (87/1000 = 0.087×100 = 8.7).||
Clicks divided by impressions.
|Click-Through Conversions||Total number of conversions generated from clicking on the selected ads.|
|View-Through Conversions||Total number of conversions generated from viewing the selected ads.|
|Conversions Generated||Total conversions, including both click-through and view-through.|
|Conversion RateThe percentage of visitors to a website who sign up for advertised offers or buy advertised products. Proven high conversion ratios (via web analytics) add value to a website’s inventory. by Clicks||Conversion rate, considering only click-driven conversions.|
|Conversion Rate by Impressions||Conversion rate, considering only ad view-driven conversions.|
|ViewabilityOpenX uses the Media Ratings Council (MRC) definition unless otherwise noted. According to the MRC, display ads are considered viewable if 50% of their pixels are in view for a minimum of one second, two seconds for video. This applies to both desktop and mobile environments. However, in some situations, you may be able to set your own definition. %||The viewability rate of the selected inventory or line items. Viewability is calculated based on a sampling of your data.|
Device Category reporting
The Ad Server Report has been updated with Device Category (new field) and breakout of Video Ads in existing Delivery MediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile. to provide more insight into revenue and performance for this specific type of inventory. With this updated report, you can better analyze both your Direct and Exchange business.
In Device Category reporting, "phone" is smart phone, and "text" is any other feature phone or an unknown device.
Visibility of reported data for nested network accounts
Delivery attribute values created in parent network accounts for direct-sold orders are visible to users in child network accounts when they are viewing reporting Filter values during report configuration, and in the returned report data. These delivery attributes include Demand PartnerA company which purchases ad inventory on OpenX Ad Exchange., Order, Line Item, and Ad attributes. The recommended best practice is to not create nested network accounts and instead create a separate network account if there are specific data visibility requirements.
Note that Publisher Accounts do not have access to Order, Line Item, and Ad Attributes.
Exchange revenue in Ad Server reports
If you have revenue from the OpenX Ad Exchange, this will show up in the Ad Server report as coming from the Sales Channel "Real-time BuyerA company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange.." Since Ad Exchange revenue is not associated with Ad Server orders, line items, or ads, any such attributes in the report will display the value "N/A." The following attributes report as "N/A" when the inventory was sold to real-time buyers.
- All Order attributes will report as "N/A":
- Order Name
- Order ID
- Order Start Date
- Order End Date
- All Line Item attributes will report as "N/A", such as:
- Line Item Name
- Line Item ID
- Line Item Start Date
- Line Item End Date
- All other attributes for Line Items
- All Ad attributes will report as "N/A":
- Ad Name
- Ad ID
- Ad Type